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October 2013

October 2013
Party Line: The Smell of Success
Shop Talk: Pacific Northwest Costume
It's a Tween Thing
Profits in Bloom
Honoring the Anniversary
Online Opportunity
Set the Scene
Balloon Recipe
 
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Party Line: The Smell of Success

Party Line: The Smell of Success

Successful retailers are more than familiar with the concept that you “have to show it to sell it,” meaning visual displays are the key to creating sales. But what about the smell of your store? A new study from Belgium researchers at Hasselt University suggests that the smell of chocolate in bookstores encourages customers to spend more time browsing for books. The study was conducted over 10 days at a local bookstore, during which the store smelled like chocolate for half of its business hours. Researchers analyzed the behavior of every fifth customer that entered the store — a total of 201 patrons — and found that customers were twice as likely to look at more than one book when the store smelled like chocolate and overall book sales increased by about 40 percent. Of course this is only one study that I’m citing, but…  » Read more
Shop Talk: Pacific Northwest Costume

Shop Talk: Pacific Northwest Costume

Spotlight On: Redmond, Wash. Learning and understanding the value of community   Sherrill Taylor and Annetta Knight moved to the same Washington neighborhood in the late 1970s. The two became neighbors and formed a bond that turned into a partnership. Taylor says it wasn’t by chance — she believes it was fate. The neighbor’s partnership withstood more than 30 years of service to the costume industry. It only ended when Knight retired in 2012, but Taylor says Pacific Northwest Costume is still thriving under her surviving ownership. During the shop’s first year in business, Taylor said her and Knight collectively constructed more than 300 costumes for the rental department. Today, the store is much more.   “We have grown from a mostly rental store to a large retail and rental one-stop costume shop,” Taylor said.   Pacific Northwest Costume has it all and has success,…  » Read more
It’s a Tween Thing

It’s a Tween Thing

Pre-teen personalities shine through party preferences   OMG! LOL! You don’t have to have children to know that the tween demographic — ages about 7 to 12 — is taking the world by storm. As a group, America’s more than 21 million tweens account for about $43 billion in spending power annually, according to EPM Communications’ “Tween Spending & Influence” report. While a majority of their money is spent on clothes and keeping up with the latest trends, it also extends into how they celebrate and the parties they have — which is where you come in.   Tweens are at that age when they don’t want to be babied anymore, but they aren’t quite old enough to do things on their own yet. They also tend to be incredibly passionate about their interests as they are exploring their independence, but they don’t carry the…  » Read more
Profits in Bloom

Profits in Bloom

A variety of spring holidays can help to boost up sales   Valentine’s Day is one of the biggest retail holidays of the year, but right on the heels of that occasion are a handful of holidays that still need to be represented. Whether it’s Mardi Gras, St. Patrick’s Day or Easter, there are a lot of events for retailers to prepare for in the early months of spring. It can be a challenge to keep up on all the new products for each occasion, which is why Party & Paper Retailer talked with some industry experts about how you can best plan ahead to spring into sales.   Mardi Gras — March 4 PPR: What trends can we expect? Warren Berkowitz Forum Novelties Mardi Gras continues to be an adult holiday with plenty of wearables. The major focus is on the bar or parade…  » Read more